The New Consumer Contract, with Erich Joachimsthaler of VIVALDI

Today’s guest is Erich Joachimsthaler, VIVALDI CEO and author of The Interaction Field (among others). Since his time at university, Erich has spent his career chasing the intangible value of a brand, far beyond sentimentality and logo recognition. In his latest book, Erich lays out the true intangible value brands can leverage — new digital business models that go beyond delivering great products and services. He shared why brands must enter into a new “Customer Contract” with consumers, one in which they work to solve problems faced by society, not the market.

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Light at the End of the Tunnel: How Dark Stores and Micro-Fulfillment Centers are Revolutionizing the Retail Supply Chain

As the well-worn proverb says, “necessity is the mother of invention,” the pandemic hit retail spaces particularly hard, pushing consumers to use ecommerce more as social and safety protocols increased. While there may be more stores open now, shoppers have found that the convenience and speed when ordering items online is invaluable even long after the protocols have gone.

To take advantage of this, retailers have turned parts or all of their spaces into “dark stores,” which act much the same way a warehouse or fulfillment center would. The opportunity then arises for retailers to not only leverage a wealth of direct consumer data from these types of transactions, but also provide greater personalization and localization services. This itself sets off a bevy of offers and angles from which to engage their customers.

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Pulse Issue 17

You Can't Go Home Again: A Return to Work Sites After COVID-19

May 2020

By Josch Chodakowsky, Senior Manager, Research & Innovation at Ask the Expert
By Josch Chodakowsky, Research Manager at Ask the Expert
Organizations have undergone unprecedented changes in the wake of the COVID-19 crisis. Businesses with the ability to do so have shifted to a work from home structure, which the firm Global Workplace Analytics forecasts may make up 25 to 30 percent of the workforce by 2021. But for many companies, productivity and essential tasks must be done in a physical office space. While it’s still uncertain when employees may return to their workplaces, it’s vital that leaders look into the precautions and adaptations that will be necessary in many cases to ensure the safety of their employees. The resources below discuss many of these coming possibilities.
Scores of white-collar employees have acclimated to working from home instead of the office as the coronavirus pandemic has altered daily rhythms across the world. Reopening dates for workplaces are not set in stone, but companies are still readying the office to welcome back employees in an age when having space is crucial. The changes are likely to include staggered workstations, sneeze guards, one-way corridors to minimize cross-traffic, and perhaps coming into the office only for group work.
For many, the toughest leadership test is now looming: how to bring a business back in an environment where a vaccine has yet to be found and economies are still reeling. This article suggests that in order to come back stronger, companies should reimagine their business model as they return to full speed. The moment is not to be lost: those who step up their game will be better off and far more ready to confront the challenges—and opportunities—of the next normal than those who do not. There are four strategic areas to focus on: recovering revenue, rebuilding operations, rethinking the organization, and accelerating the adoption of digital solutions.
Business perspectives on what it will take to shift from crisis mode are solidifying. U.S. finance leaders are focused on shoring up financial positions, as U.S. businesses head into a period of even more operational complexity while they orchestrate a safe return to the workplace. Back-to-work playbooks put workforce health first, as companies set course for a phased-in return to the workplace that will not be uniform across the U.S. or internationally. Returning employees and customers are going to experience a work environment that will differ in marked ways as a result.
A return to regular work is imminent for many employees across the world, as restrictions in place as part of the coronavirus response are reviewed. But a reintroduction to office life can be dangerous if mishandled. Businesses that fail to properly plan for this risk a fitful, fragile, and partial transition. CEOs planning to reintegrate back into their regular business premises need a plan that maintains safety, manages resources, and rebuilds morale. This resource shares seven essential considerations to ensure a successful transition back to work.
Data across 15 million square feet of global office space shows workplace use dropped more than 80 percent below historical averages in March as companies and their employees looked to flatten the COVID-19 curve. Corporate real estate leaders, facility executives, and workplace managers will need to continually prepare for radical fluctuations in employee usage throughout their response to the crisis.  As the worldwide emergency subsides, storefronts refill with consumers, and public transport resumes, we can expect a different workplace than the one we left behind. Here are four ways COVID-19 is changing the office space and the way we work.
We’re experiencing shifts in so many facets of life from family and community to work and how we socialize. While we may worry about the worst, a positive future is likely when considering what your company will do for you, how you will work with others, how your workplace and technology will change, how your company will modify its overall approaches, and even how you take advantage of career opportunities. The future will be bright—and there is cause for hope—in five key areas discussed here.
Are you an ANA member with a research request? Contact Ask the Expert to submit your question.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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